Kraft: Loyal Customers driving product strategy

KraftFirstTaste.com lets Kraft's most enthusiastic customers share insights and recommendations about Kraft products. Members receive coupons with special offers and are given the opportunity to try new Kraft products before they arrive in stores. Kraft employees talk directly to consumers through blogs and comments. KraftFirstTaste’s communities connect like-minded consumers, empowering them to share food-related tips, favorite new products, recipes and more.

FirstTaste members are encouraged to be active on the site and are celebrated for great contributions. The most active participants are chosen for the member spotlight. In turn, Kraft gets instant feedback that drives product improvements and innovation.

Kraft makes some of the world's most popular and trusted food products. Convinced that social media could be a platform for market research and product innovation, the company built KraftFirstTaste.com. Today this site serves as an online channel for direct customer feedback as well as a social online destination that anchors the offline efforts of their word-of-mouth marketing machine.

Since its introduction in 2008, KraftFirstTaste.com has been a big success for Kraft. In the words of one of the community members, "The Kraft First Taste site is one of my favorites, and I thoroughly enjoy participating in the program and sharing thoughts and ideas with other community members in the forums. This site has made me realize how many of the products I purchase and enjoy on a regular basis are Kraft products, and has provided me with the opportunity to add to this list by trying new products. Thanks for such a great site!"